For most mobile phone brands on the market, designing a good phone is not a particularly difficult thing: the same latest Qualcomm Snapdragon 8 Gen X processor, 12GB + 512GB flash memory combination, one-inch outsole sensor, plus a few plausible and mysterious color names, a worthy flagship phone is just that. Compared with building a good mobile phone, it is actually more difficult to build a recognizable mobile phone in the appropriate ** range.
But there is such a phone, but with an extremely stunning back design, it makes itself stand out from the series of Oreos. You may not have heard of this brand and don't even know that this phone was launched last year with a generation . But as the brightest design on the back of the phone in recent years, you will never forget its design.
Ray Technology.
That's right, we're talking about nothing with avant-garde design at the heart of the brand. But unfortunately, whether it is the Nothing Phone 1 or 2, its hardware configuration is far from outstanding. For example, the Nothing Phone 2, which costs as much as $599 when it is released in 2023, only uses the Snapdragon 8+ Gen1 processor released a year ago. In July 2022, the Nothing Phone debuted **475 US dollars, and it only uses the Qualcomm Snapdragon 778G+ processor.
This design is completely decoupled from the hardware design and hardware configurationLet Nothing Phone have been burdened with the infamy of being useless in vases since the day it was born. It may be that Nothing also felt that it was time to change the public's perception of their brand, so some time ago, a mobile phone called Nothing Phone 2A was online**.
If the rumors are true, this 2a will be released at MWC's event Nothing to See next February. From the already**, the back of the 2A still retains the design of the transparent case and light strip. It's just that the overall layout of the phone has been changed to the more common quasi-Oreo layout with a dual camera in the center, and the Glyph light strip has been reduced from 11 to 3 on the Nothing Phone 2.
Weibo.
In terms of configuration, Smartpric believes that the 2A will use a MediaTek Dimensity 7200 processor instead, paired with an 8+128GB flash memory configuration. The front camera is a 16MP digging head, and the rear camera is a combination of 50MP main camera + 8MP ultra-wide-angle camera.
In fact, seeing this, and then linking the name of 2A, it is not difficult for everyone to see that Nothing wants to imitate the product strategy of Google's own mobile phone brand PixelLaunch an affordable version of the flagship phone in the form of +a to supplement its competitiveness in the terminal phone field. But the core problem is that there is news that the 2a will be priced at $400 as a mid-range phone. According to nothing's convention, in the end, domestic phones are likely to be pushed up to around 3,000 yuan.
It's over**I'm afraid that the low configuration is really going to sit down.
So why can Google's Pixel A series gain market acceptance, but Nothing's 2A can't?In my opinion, Nothing seems to have gotten it wrong about what exactly is the core competency of the A-series.
First of all, the digital series and the Pro series are the flagship series of the Pixel brand, although Google's self-developed Tensor chip does not perform well in terms of performance, but with Google's first-party system support, a large number of exclusive AI software functions and excellent AI camera performance, Pixel has always been one of the masterpieces of high-end Android phones.
In contrast, the A-series is the low-to-mid-range product line of the Pixel brand. These phones are more cost-effective while maintaining a certain quality standard, making them suitable for users who are on a budget but still want to experience the core features of Pixel. The A-series typically uses slightly lower-spec hardware, such as mid-range processors, lower-resolution screens, and smaller storage space. However, they still retain some of the key features of the Pixel phone, such as excellent camera quality and the latest Android operating system.
On the surface, the A-series seems to be a low-to-mid-range phone based on the design language of Pixel's flagship product. But in terms of experience, because Google is willing to delegate key features to the A series, such as excellent cameras and AI capabilities, there is not much difference between the A series and the Pixel Pro series:Both also have excellent night performances, and the interaction of Google Assistant is equally responsive.
But it's a pityThese features are not present on 2a.
Looking back at the experience of the Nothing Phone 2, this phone is almost nothing but a great design, both in terms of camera and performance behind its contemporaries in the same price range by a whole version , and it can be said that the Glyph lighting is the only bright spot of the whole phone. If the Nothing Phone 2A wants to follow the old path of Pixel, since Glyph lighting is a brand itself, it should also be fully ported to the 2A as much as possible.
Obviously, 2a didn't want to do this, only symbolically adding three short strips of light around the camera, which looked rather insincere. That's also the reason behind why I think this 2a might not help Nothing open the mid-range market.
At the end of the day, if a mobile phone brand wants to find a way to use flagship phones to drive sales of mid-range phones, it must find its own anchor in the market and extend it to mid-range products, so that mid-range products can have the key features of flagship phones to a certain extent. This inheritance doesn't have to be a flagship hardware to do, such as Sony's Xperia 5, which retains the Xperia 1's 21:9 screen ratio, but still has been recognized by consumers.
Secondly, segmentation is equally important. Mid-range mobile phone brands should identify target consumer groups and tailor their products to the needs and preferences of those groups. For example, game phones, video phones, and outdoor phones are used as differentiated selling points. In a sense, Nothing also intends to take the design route this time, but the overly stingy Glyph light strip fails to convince consumers.
Finally, mid-range mobile phone brands need to constantly understand market dynamics and changes in consumer demand to flexibly adjust their products and marketing strategies. Through continuous market research and consumer feedback, brands can adapt in time to keep their products and services in line with market demand.
New Machine Research Institute
In simple terms,Mid-range mobile phone brands need to find their niche in a highly competitive marketThere is a need to focus on price-performance ratio, innovation, market segmentation, marketing strategy, environmental responsibility and market dynamics. In this way, the brand can develop steadily in the volatile market environment and continue to attract consumers.
But alas,From the Nothing Phone 2A, we don't see the brand's emphasis on the mid-range phone market. Although Nothing has always regarded avant-garde design as a brand feature, at a time when Android's design style is clearly at odds with Nothing's design language, if Nothing Phone wants to continue to flaunt its maverick, it must abandon its native and switch to a highly customized system. And build your own design system , instead of symbolically adding a few small light bars next to the camera.
From this point of view,The Nothing Phone series of phones is not sold domestically, which is a good thing for both Nothing and domestic consumers.
CES (Las Vegas International Consumer Electronics Show) 2024 is about to be grandly opened, and Lei Technology will send a reporting team led by "One Tianming" to Las Vegas, Nevada, USA CES 2024 on-site coverage, so stay tuned.